ISAAQ® Apple ready to conquer the world

Appiano (BZ), february 2017 – The agreement to grow the variety in the Val di Non from 2018 on, has been signed. Great taste, resistance to scab, long shelf life and handy size are the characteristics to place this new apple differently on the market.

“This is an important collaboration for the Consortium in the Trentino region”, declares Melinda, “The new variety increases our portfolio and will be planted in the Val di Non first time in next spring.

ISAAQ® has unique characteristics, making it particularly attractive: this apple is very crunchy, has a beautiful taste because of the nice balance between sugars and refreshing acidity, and an appealing red colour. This apple convinces consumers at the first bite because of its particular taste and its small size, the ideal solution for an immediate healthy snack. This is the clear and natural positioning of ISAAQ® for a consumption to go, during sports, in the office, at school…

While for the trade the strongest arguments are the appealing colour, a real eye-catcher, and especially a long shelf life. Today the consumer is very sensitive to food waste and the ISAAQ® is just perfect because it maintains its aspect and taste for a long time, and even the apple is not bruising on the shelf.”

Michele Odorizzi, president of the Consortium, is very happy with the agreement: “With ISAAQ® we have a double opportunity: on one side a market opportunity because of the particular characteristics of this apple for a big range of consumers, like small families, singles, active persons, people who tend to eat on their way, people who want handy portions, for everybody who wants to consume an apple to go. This is perfectly matching with the social demographic changes, which redefine the consumption itself. The other opportunity is for our growers: because of the scab resistance of the variety, ISAAQ® is particularly suitable for orcharding in sensitive areas.”

Very satisfied is also Jürgen Braun, CEO of KIKU Variety Management®: “The new entry of Melinda is a clear proof that the club ISAAQ® is on the right way. Indeed KIKU Variety Management® is on the constant research of extraordinary varieties and innovative ideas in order to motivate consumer for apple consumption. Together with the existing partners, and the new entries of Melinda and other important European partners, a strong group with a clear vision for sustainability and snacks is working hard every day globally.”

Melinda adds: “ISAAQ® is already grown in more than 40 countries globally, in good apple growing areas: the Trentino region of the Melinda brand could not be missing. The consumer will be enthusiastic about this apple, but also the growers and citizen of the valleys Val di Non and Val di Sole. The growers thanks to its productivity and the resistance to scab with a positive signal and impact for the citizen. The fruit production of Melinda goes exactly in this direction: we want to produce high quality apples, respecting the standards of the Consortium, giving good returns and motivation to our 4.000 family members, producing in a sustainable way and respecting the environment and citizen.”